Sparking EV Interest Webinar - Post Covid - 092202 - Full Presentation - Final
Sparking EV Interest Webinar - Post Covid - 092202 - Full Presentation - Final
Sparking EV Interest Webinar - Post Covid - 092202 - Full Presentation - Final
1 ‒ © Ipsos
SPARKING INTEREST:
ELECTRIFICATION
INTEREST POST
COVID
General and
Automotive Impact
Updated from September 2020
September 22, 2020
© 2020
2019 Ipsos. All rights reserved. Contains Ipsos' Confidential
and Proprietary information and may not be disclosed or
reproduced without the prior written consent of Ipsos.
AGENDA
1 INTRO
GENERAL EV
INSIGHTS + 2
MARKET
UPDATE
3
MOBILITY NAVIGATOR
EV LEARNING
TAKEAWAYS & 4
RECOMMENDATIONS
© Ipsos
Ipsos sources of COVID-19 information
Global COVID-19 Information Ipsos Mobility Navigator
Sources at Ipsos a syndicated study focused on the key trends in mobility
COVID-19
Deep Dive
Module 0:
April, 2020
4 ‒ © Ipsos
COVID-19 Update:
General EV insights
+ Market Update
Ipsos COVID-19 US
consumer polls:
- September 1-2, 2020
- September 2-3, 2020
5 ‒ © Ipsos
In the last 6 weeks, there has been a large increase in the
intent to drive a personal vehicle post-COVID-19
Thinking about when COVID-19-related closures and restrictions end, how will you proceed in using…?
14% -7 points
30% +0 points 29% -6 points
6 7%
5 13% 45%
4 9% Driving the
56% same amount
of miles
3 13%
2 13%
1 12%
51% work
commute will
not change
+4 points 18% -6 points 57% +11 points
37% expect to commute expect to drive to
believe that their less, as they will be work more often
work commute working from home
will change more frequently
50%
38%
34%
25% 25% 23% 21% 18% 18% 17% 15% 15% 14% 14%
Drive-thru Drive kids Leisure Vacation Performance Drive-in Drive-thru Picnic/ Off-road/ Camping Drive-in Religious Towing Wedding/
services to school drive drive restaurant store tailgate adventure movie service graduation
| % feature is essential x
Safe Haven Feature: Blue Font And Shading
% prefer to have feature
Very Positive
26%
68%
Don’t Know
11%
Very Negative 6%
Positive View of
Somewhat Electric Vehicles
42% Positive
15%
Somewhat Negative
+25%
BEV Sales (mn)
+13%
+82%
+18%
MO D U L E 2 :
E L E C T R I F I C AT I O N
© Ipsos
Module 2 New Vehicle Owner Sample Profile
COUNTRIES MEDIAN
AGE
SAMPLED INCOME
United
n=2,000 $87,500†
States Gen Z/ Baby
Millennials
42% Gen X 29% Boomers
29%
$30,800‡
China n=2,000
(¥210,000)
$61,500†
Japan n=2,000
(¥6,500,000)
$14,200‡
Brazil n=2,000
(R$75,000)
GENDER RESIDENCE
$39,200
Spain n=2,000
(€33,000)
Average # of Average # of
$64,300† VEHICLES IN CHILDREN IN
UK n=2,000
(£50,000)
HOUSEHOLD HOUSEHOLD
$12,800‡
Russia n=2,000
(₽960,000)
India n=2,001
$12,300†‡ 1.6 0.9
(₹900,000)
†Income is pre-tax where noted
‡Monthly income multiplied by 12 where noted
15 ‒ © Ipsos Sample includes only individuals who own and drive a model year 2011 or later vehicle, bought new, and were involved in the purchase decision for the vehicle
Module 2
Electrification
What would it take for a driver to consider buying an electric
vehicle? This module asks consumers from around the world to
share their views on EVs.
Topics:
• COVID-19 impact on auto & transportation
• Ipsos Pandemic Adaptability Continuum (IPAC)
• Attitudes towards traditional gas versus electric engines
• Acceptance and Interest / Purchase Intent in BEV/HEV/PHEV
• Barriers of EV usage and ownership (range, charging
infrastructure, price, etc.)
• Consumer needs and considerations before buying an EV
(lower price, greater range, better design, larger vehicle)
• Psychographics (interest in the environment, global warming,
alternative energy)
• Current vehicle ownership / Demographics (age, gender,
income, etc.)
16 ‒ © Ipsos
COVID-19 Update:
BEV Considerer
Expectations
Ipsos Mobility Navigator:
- Module 2 - Electrification
17 ‒ © Ipsos
US Module 2 BEV Considerer Sample Profile
BEV Considerer Age
Gender Residence
Rural 10%
Average # Of Average # Of
Vehicles In Household Children In Household
Sample Median
Size Income
United
n=572 $94,400† 1.8 1.1
States
18 ‒ © Ipsos
Like current vehicle owners, EV considerers are adapting to
restrictions but are less positive about restriction being lifted
Which phases do you feel best describes your current situation regarding the COVID-19 pandemic?
Among US BEV Considerers
44%
13% 17%
6% 10% 5%
2% 2%
Pandemic has Getting ready Reacting Adapted to Seems Some Most COVID-19
Current Phase not reached for possible day-to-day to restrictions restrictions will restrictions restrictions pandemic is
my area new restrictions soon be lifted in have been have been behind me
restrictions my area lifted lifted
and
No restrictions Preparing, Establishing Settled into Awaiting Starting to do Doing most of Moving on
Resulting stockpiling new routines new routines lift of things again what I did with my life
supplies where restrictions that were before COVID-
Action possible restricted 19
Compared to +1 +6 +3 -2 +2 -4 -4 -1
US Vehicle Owners point points points points points points points point
1 2 3 4 5
-1 -7 +3 +4 +1
point points points points point
12% +6 points
Other 5%
UNCERTAINTY PREPARATION ADJUSTMENT ACCLIMATION ENDURING ANTICIPATION EXPLORATION RECALIBRATION REBUILDING SETTLING IN
+1 point +6 points +3 points -2 points +0 points +1 point -1 point -3 points -4 points -1 point
36%
17%
13%
10% 9%
4% 4%
2% 2% 2%
24 ‒ © Ipsos
Interest in BEVs is increasing for 2020 in the US and China,
despite COVID-19
BEV interest
T2B% Interest with Electric Vehicle
[New Vehicle Owners]
+6pts 51%
35% -6pts
30% 34%
27%
+3pt -1pts
2019 2020
Top 2 Box
50%
US
22%
56%
Fuel prices
55%
56%
Environmental impact of emissions
40%
34%
Repair/maintenance costs
23%
Has Children in HH 64% 44% I want a vehicle that makes others notice me ▐ 19% 53%
Income (US ONLY) $94,360 $82,370 I trust advanced driver assist systems ▐ 48% 72%
Minimum acceptable range (miles) 203 258 BEV Considerers BEV Non-Considerers
BEV
Total Considerers
Less pollution 1 1
Recharging at home 2 2
Saves fuel resources 3 3
Cost of electricity is lower than cost of gas 4 4
Less maintenance 5 5
32 ‒ © Ipsos US Module 2: Electrification | September 2020
The US has similar stated benefits, but what will be driving BEV
consideration is actually attractive styling, access to public
express lanes, advanced technology and using renewable energy
Benefits Impacting BEV Consideration
[US Total]
200
Less pollution
STATED
180
Save fuel
160 resources Less Maintenance Recharging at home
120
Cost of electricity is lower
than cost of gas
DERIVED
Can use renewable
Stated
0
- 50 100 150 200 250 300
33 ‒ © Ipsos US Module 2: Electrification | September 2020
Derived
Most new vehicle owners desire BEVs to have the same
design or don’t have a preference and non BEV considerers
are the least likely to indicate the design should be different
Preferred External Design of BEVs
[Global Total Sample]
48%
41%
34% 36%
27% 29%
23%
18% 17%
9% 13%
5%
Same as the Slightly different than the Totally different than the I have
gas / diesel version gas / diesel version gas / diesel version no preference
Battery life 1 1
Driving range 2 4
Few public charging stations 3 3
Recharging time 4 2
Affordability 5 5
35 ‒ © Ipsos US Module 2: Electrification | September 2020
New car buyers globally are most likely to consider either a
midsize car or SUV/Crossover, the majority of BEV considerers
would get their preferred vehicle except pick up intenders
Type of vehicle most likely to shop for next new vehicle & Percent would Consider EV % Would Consider an
[Global Total Sample] EV in segment
More than 7%
Total 230 425 miles 17%
376 to 3%
425 miles 5%
US 298
301 to 5%
375 miles 7%
251 to 17%
EURO5 251 300 miles 21%
201 to 9%
250 miles 7%
China 178
At least 58%
200 miles 43%
Brazil 165
84%
71% 69% 70% 75%
At Home
58% 51%
41% 37%
30%
At Work
57%
45% 48% 43%
31%
At A Public
Charging Station
Refillable payment
24%
card US 40% US 21%
Pay through
vehicle 10%
manufacturer app Total 17% Total 10%
BEV BEV
Total Considerers Owners
Less than 6%
6% 4%
4% 3%
3%
5 minutes
5-9 minutes 15%
15% 13%
13% 9%
9%
1 hour or more
8%
8% 7%
7% 10%
10%
40 ‒ © Ipsos
Interesting among the top 5 BEV brands globally, the only
American brand considered is Tesla the rest are either German
or Japanese OEMs. Plus, Toyota and Honda are considered
without a strong current BEV solution in the market
Top 5 Brands Would be Considered [Global BEV Considerers]
1 2 3 4 5
41 ‒ © Ipsos
Future BEVs most considered include a mix of
mainstream and premium brands
Vehicles most likely to be considered while shopping for a BEV [Among US SUV Consumers]
1 2 3 4 5
Audi Q4 e-Tron Nissan Ariya Volkswagen ID.4 Mazda MX-30 BMW iNEXT
42 ‒ © Ipsos
Range, price, charging speed, charging infrastructure and
home chargers are the priorities to focus on to broaden adoption.
Priorities to Improve BEV Adoption
Top 5 Things that need to happen to SERIOUSLY consider buy BEVs [Global Non BEV Considerers]
1 2 3 4 5
44 ‒ © Ipsos
Electrification appeal is
growing despite COVID-19
Car is KING, consumers desire their vehicle
1 • They may not be driving longer distances but they using them
for more occasions
To get non BEV considerers over the hump, they will need to
6 experience the vehicles. And, they need longer battery ranges, faster
charging times, more charging infrastructure, improved pricing and an
included “level 2” charger
45 ‒ © Ipsos
2020 Ipsos Mobility Navigator
1 2 3
Depth of learning Key insights to Measure impact of
and key insights continue measuring disruption with
from 11 countries the impact of COVID- Autonomous/Connected
including US, China, 19 on Auto and Car, Electrification and
Brazil, EURO5, etc. Mobility behavior Shared Mobility through
throughout 2020 2020 with robust sample
sizes per country
46 ‒ © Ipsos
Frank Forkin
President, Automotive Client Organization
248.949.0824
[email protected]
John Kiser
SVP, Automotive & Mobility
925.577.3743
[email protected]
Mike VanNieuwkuyk
SVP, Automotive Advisory
734.775.2675
[email protected]
© 2020 Ipsos. All rights reserved. Contains Ipsos' Confidential
and Proprietary information and may not be disclosed or
reproduced without the prior written consent of Ipsos.